#NewtoNext, JONI, Claire Matern

For Claire Matern, founder of JONI, storytelling isn’t just marketing—it’s education.

Her entrepreneurial journey highlights the challenge of introducing something truly unique to the market: a non-alcoholic drink made with upcycled wine grapes or verjus, an ingredient unfamiliar to many consumers.

Claire’s experience with the Enthuse Foundation Pitch Competition gave her the space to refine that story, learning how to clearly explain what makes JONI different and why it matters—ultimately earning her the runner-up spot in 2024.

We caught up with Claire to see how JONI has grown since then.

Enthuse Foundation (EF): Describe your brand. What problem is it solving? Claire Matern (CM): JONI is a canned, non-alcoholic drink made with upcycled pre-harvest wine grapes. JONI is helping to tackle the tons (estimated at 12 million tons a year) of waste generated by the global wine industry by using the grapes that are culled from the vines preharvest and often wasted. 

EF: That’s so innovative and forward-thinking. Tell us a little about your journey getting to the Pitch Competition.

CM: I had applied in 2023. We were still relatively new to the market but I was willing to give it a shot. One of the unique aspects of the Enthuse Foundation Pitch Competition is that everyone that applies can receive feedback. The suggestions are so valuable that it would be silly not just to put yourself and your company out there. That’s my biggest advice to other founders - don’t wait to feel ready.

EF: Yes. Feedback is amazing but also, it’s a testament to you for implementing the changes and taking the advice.  

CM: Absolutely! That’s key. My biggest takeaway has been to focus on your story and why you are the person for your brand. I was always reminded to show, don’t tell. Use visuals to tell your story and the brand story. And really focus on why and how the Enthuse Foundation will help you if you were to win the Pitch Competition.

EF: And you were named runner-up. Tell us about your Pitch Competition experience. CM: Being a finalist was a total whirlwind. The day itself was so buzzy and had great energy. To be able to share JONI with so many new people, especially one-on-one during the marketplace was exhilarating. I haven’t talked that much maybe ever, and it was so thrilling to engage with so many people and feel their energy and excitement to support me and the other finalists.

EF: Speaking of the other finalists, tell us about your interaction with them.                CM: It’s been so special getting to know the other finalists! It’s great to be able to lean on them, bounce ideas around and get feedback or advice from them. There was a very natural rapport from the get-go, and I’m grateful to know them all and continue to grow alongside each other. 

EF: We are so glad to hear that. As mentioned earlier, you were the runner up. Tell us how you used your prize money and in-kind services.                                                             CM: The prize money has mostly gone towards our next, and largest to date, production run. The in-kind services have been invaluable! Working with the Enthuse team was such a great experience. It was such a deep dive into the JONI world and the conversations with the team and their probing questions gave me a chance to step back and acknowledge the big picture. As a solo founder it’s hard to see the forest for the trees and I’ve gotten so wrapped up in the day-to-day tasks of the business I’d forgotten to think big. The Enthuse team made it fun to think about ideas I hadn’t in years. They came up with some great additions to our marketing materials. I’m so excited to start sending the “shelf talker” label and retail reference cards out to our accounts.

EF: So happy to hear that. In summary, how would you say JONI has evolved since last year’s Pitch Competition.

CM: JONI has grown steadily and we have done our first trade show and are ramping up production (which the prize money has help to fund). Additionally, we’ve continued to refine our messaging and the in-kind services which led to brand-new educational marketing materials for our accounts will be instrumental for taking JONI to the next level!

EF: It’s been such a joy to be a part of the JONI journey. Thank you, Claire, for your time.

CM: Thank you!

Claire’s experience with the Enthuse Foundation has been instrumental in helping her sharpen JONI’s brand story and messaging. By leaning into the feedback and support offered, she’s been able to clarify not just what JONI is, but how it’s different from other non-alcohol beverages on the market. For other founders, Claire is proof that the Pitch Competition is more than a chance to win—it’s an opportunity to refine your vision, tell your story with confidence, and walk away with tools that can take your business to the next level. Apply to the 7^th Annual Enthuse Foundation Pitch Competition.